Improving the Survey Experience for Mobile Respondents
Analysis of MaritzCX survey data from 2011–2015 shows that respondents are increasingly using mobile devices to access Web surveys. Thirty-eight percent of all survey “starts” were on mobile devices in the first quarter of 2015, with 30 percent on mobile phones and 8 percent on tablets. We anticipate that more than half of all customer experience (CX) surveys will be started on mobile devices by the end of calendar year 2015.
While most surveys can be opened and viewed on mobile devices, the vast majority will not work well for the respondent:
- Respondents who try to complete a traditionally-designed, non-optimized Web survey are often presented with small text that is not easily readable without zooming in to increase the font size.
- Some platforms present the question or answer text outside of the initial horizontal screen display on small screen devices.
- Navigation issues may also be present when the “next” button is not prominently displayed on a small screen.
- Mobile respondents may have difficulty understanding how to activate or respond to certain question types such as dropdown lists or ranking questions.
- Some question types display differently depending on the browser a respondent is using.
All of these issues have an impact on respondents. If researchers are lucky, a poorly displayed survey will only result in fatigue and frustration for the respondent who is willing to put in extra effort to provide feedback. A more typical response, however, is that respondents put less effort into the survey process, either abandoning surveys or selecting the answer options that are easiest for them to register.